Advertising claims, expectation fulfilment and product evaluation

Abstract

Consumerism movements like 'Truth in Advertising' have prompted formulation of legal and other public policy measures to regulate deceptive advertising. While a great deal of effort has gone into evolving mechanisms to protect consumers from deceptive advertising. Surprisingly little systemative attempts have been made to investigate whether exaggerated and false advertising claims are at all useful for the marketer in promoting his product. Consumers' attitudes towards products are influenced by i) communications concerning products, ii) experience with products, and iii) interaction of communications and product experience. Expectations are created about products by advertising and other means, while actual product experience and the levels of expectation determine the extent to which expectations are confirmed.